After two years, the game war between Netease and Ali started again.

On the one hand, Netease published a "good news", and the court ruled in the first instance that "Three Kingdoms Strategic Edition" constituted copyright infringement and compensated 50 million yuan. On the other hand, the "Three Kingdoms Strategic Edition" shouted from a distance: The game will continue to operate normally and appeal.

Screenshot of "Three Kingdoms Strategic Edition".

As both giants in the field of game market strategy, the grievances and disputes between the two major game IPS have been long. Friction and conflict between them have been buried deep in the hearts of the two families like mines.

As early as 2015, Netease launched "Land of the Land". In 2019, Ali’s Linxi Entertainment launched the "Three Kingdoms Strategic Edition". In the following four years, the two games fought hand-to-hand in the strategy game market, vying for player resources, aiming to dominate the segmentation field.

"The compensation of 50 million yuan is not only the highest amount of compensation for copyright infringement of strategic games at present, but also may have a great impact on the future development of the game market and the research and development direction of manufacturers." Ma Jing, an observer of the game industry, told the Beijing News Shell Finance reporter.

Winner means "Qian Jing" is vast. According to the gamma data report, the market size of head SLG (strategy game) will be close to 20 billion yuan in 2021. At the same time, the head effect of SLG category games has become more and more obvious in recent years. In 2024, the domestic SLG market will be able to break through the 40 billion mark.

Screenshot of Netease’s "Land of the Land".

Stand on the "ring"

"The court of first instance ruled that The History of the Three Kingdoms Strategic Edition constituted copyright infringement, ordered the other party to delete or modify the infringing content within 30 days from the date when this judgment became legally effective, and ordered the other party to compensate our company for 50 million yuan within 10 days from the date when this judgment became legally effective." Recently, Netease’s game "The Coast of the Land" was released, said Weibo.

Soon, the "Three Kingdoms Strategic Edition" also said in Weibo that "Netease’s request to stop the game was rejected according to law". At the same time, he said that the game will continue to operate normally, and some of the contents of the judgment will not be recognized and an appeal will be filed.

The two games went to court, which originated from Netease Leihuo Technology Co., Ltd., the producer of "The Coast of the Land" in 2021, accusing Guangzhou Jian Yue Information Technology Co., Ltd., the producer of "Three Kingdoms Strategic Edition", of "copyright infringement and unfair competition" and bringing a lawsuit to the court. In two years, the court finally made a first-instance judgment.

This is not the first time that "The Coast of the Land" has filed a lawsuit against "Three Kingdoms Strategic Edition", and even the predecessor of the game publisher has a close relationship with Netease.

According to public information, Guangzhou Jianyue Game Company, as the publisher of "Three Kingdoms Strategic Edition", was founded by Zhan Zhonghui, the former Netease COO, and was wholly-owned by Alibaba in 2017. Subsequently, the Jian Yue team changed its name to Linxi Entertainment and became an independent business group under Alibaba Group.

The dispute between the two sides can be traced back to April 2020. At that time, it was difficult for a large number of users to go online at the same time in the game "Land of the Land". At first, this incident was ignored by the outside world. Then, on a live broadcast platform, two users made a number of dissatisfied remarks about the players, which led netizens to think that the game project team members accused the players. Later, it was upgraded to the topic of "The people of the project team of" The Land of the Land "angered the players".

A few days later, the "Three Kingdoms Strategic Edition" advertising service company launched a number of "2020" on multiple platforms, and even the game project team operated the players? Who gave the courage "and other advertising materials for copywriting content. Netease filed a lawsuit to the court. In February 2022, Guangzhou Tianhe Court made a first-instance judgment on this case and found that the defendant constituted commercial slander.

In addition to disputes, the two sides have also confronted each other many times on "plagiarism".

In October, 2020, "The Coast of the Land" released a video publicly questioning that "The History of the Three Kingdoms Strategic Edition" was suspected of plagiarism in many aspects such as gameplay mechanism and animation, and gave the news that the court had filed a case. However, The Three Kingdoms Strategic Edition responded that there was no plagiarism.

The "Three Kingdoms Strategic Edition" has also given a corresponding counterattack. According to public information, Linxi Entertainment once brought Netease to court on the grounds of unfair competition disputes, copyright infringement disputes and network infringement liability disputes (reputation rights disputes).

"I feel that the two games do have similarities in the gameplay mechanism, but they are certainly not exactly the same." Player Liu Ke told the Shell Finance reporter, "In fact, the similar gameplay in the game market is mostly similar, such as MOBA (multiplayer online tactical competition) games, and the gameplay is basically similar. At the moment when the game breaks out, it is difficult to find two similar games that are exactly the same or completely different. "

"The reason why this incident was so concerned by the outside world. The compensation from 50 million yuan is not only the highest amount of compensation for copyright infringement of strategic games at present, but also may have a great impact on the future development of the game market and the research and development direction of manufacturers. " Ma Jing told Shell Finance reporter that "the judgment may trigger a copyright storm in the industry. Not only strategy games, but even in other categories, similar games that are subsequently launched may have potential infringement risks, and even the game system needs to be overthrown and redone. "

Seize the top spot in strategy games

As Liu Ke’s fingers slide, a group of cavalry slowly set out for the enemy country on the mobile phone map. After a few minutes, the system prompts you to encounter resistance from the other side. With a burst of swords and swords, the system once again prompts that victory has been achieved, and part of the other party’s resources have been successfully owned.

Liu Ke is playing an SLG (strategy game) game. In the game, he plays the role of commander, builds the city according to the map and resource management, and at the same time develops in a competitive strategy, tactics or alliance with other players, or competes for resources with each other.

According to public information, SLG games appeared many years ago. In the 1980s, Japanese game maker Glory Company successively launched games such as Kawanaka Island Battle and Nobunaga’s Wild Hope, bringing strategy games into the global player market. The "Civilization" game series that appeared in the 1990s pushed this game to a climax.

After entering 2010, with the transfer of the game platform to the mobile terminal, a variety of strategic games have emerged in the domestic mobile game market.

Interestingly, the story background of these games is mostly based on the Three Kingdoms period.

"The high popularity of the Three Kingdoms makes players familiar with the game background and general attributes. In addition, the historical background of’ standing side by side’ also fits the style of strategy games. " A domestic game manufacturer analyzed to Shell Finance reporter.

In October 2015, Netease, which saw the opportunity, officially launched "The Coast of the Land".

At this time, there are many strategy games on the market, and most of them use the background of the Three Kingdoms. The serious homogenization has caused no game to maintain its popularity for a long time. Naturally, "Land of the Land" was not favored by the outside world at the initial stage of its launch.

Unexpectedly, the game quickly became popular in the market with its novel gameplay and content, and even soared to the top 10 on the iOS download list, vaguely holding the first position of strategy games.

"During that time, many friends around me were addicted to games. Every day, I discuss how to arrange troops and how to attack the city. " Player Lin He recalled to Shell Finance reporter.

Just as "The Coast of the Land" is in the limelight in the market, the biggest opponent is quietly coming.

In September 2019, Ali’s Linxi Entertainment launched the "Three Kingdoms Strategic Edition", which is also based on the theme of the Three Kingdoms and also focuses on strategic style.

Although the admission time was late, The Three Kingdoms Strategic Edition swung a sword and cut into the market with "genuine authorization".

As early as 1985, Glorious Company launched the "History of the Three Kingdoms" game, and has since updated several generations of versions. In that era of end-tour, almost all young people who like strategy games have played this series of games, and the "Three Kingdoms Strategic Edition" was authorized by its IP when it was developed.

With the authorization of genuine IP and the support of producers, The History of the Three Kingdoms Strategic Edition has attracted the attention of many players. In addition to the new players who have arrived at the news, there are many old players who have switched to the camp. With the growing number of players, "The History of the Three Kingdoms Strategic Edition" came from behind and quickly caught up with "The Land of the Land".

A battle about the strategy game market is naturally inevitable.

Close combat:Star playerTake goods and rob players

Game between games, player resources become the core. The quickest way is to "buy".

The so-called buying volume means that the game is exposed in all major channels by buying traffic, so as to guide players to download and register the game.

In fact, after the publication of The Three Kingdoms Strategic Edition, a lot of resources have been invested in publicity. Large-scale investment in exchange for high-frequency exposure. In an interview, many players told Shell Finance reporter that for a long time, the "Three Kingdoms Strategic Edition" could be seen on various social platforms almost at any time.

In addition to overwhelming advertisements, the game also invited many star players to experience it, so as to attract powder by celebrity effect.

On the anniversary of the game in 2020, when Hugh appeared in the official live broadcast room, fans immediately poured in. When he shared his understanding of the game, he not only attracted fans’ curiosity about the game, but also won the resonance and recognition of the players.

"I have always been a fan of Hugh, and I learned that idols also became interested in it after playing this game." Player Wang Lei said, "Once you try, you will completely’ into the pit’, not only playing for a while every day, but also making many friends in the game."

After a combination of boxing, The Three Kingdoms Strategic Edition quickly gained a foothold in the market. According to seven wheat data, since its launch, The Three Kingdoms Strategic Edition has been stable in the iOS bestseller list TOP5 for a long time.

The opponent has a strong performance in the market and is seen in the eyes of "The Coast of the Land".

In the process of development for many years, "Land of the Land" has also chosen to buy more to increase its exposure, and has also held hands with star players to create momentum for the game.

In an activity, Go champion Ke Jie once showed his status as an old player, and said that even if the game was frequent, he would take time out to experience the game. Actor Yu Hewei served as the "tasting officer" of the game, and the joint game set off a craze for game video in bilibili.

"The star players invited by both sides are not traffic stars, and they all have strong cultural symbols." Ma Jing told Shell Finance reporter that "Hugh once played a resourceful role in nirvana in fire, while Yu Hewei played many versions of the TV series" The Three Kingdoms ",and their help fit the connotation of the game itself" strategy ".

In addition to the traditional advertising competition, the two sides have also played "cultural cards" to show their "orthodox" position in strategy games.

In 2020, "Land of the Rate" held "Land of the Rate College: Game Thesis Competition", and invited teachers from universities such as Peking University and Tsinghua as judges. According to public data, more than 4,800 college students participated in the team and produced more than 2,700 papers.

The "Three Kingdoms Strategic Edition" chose to spread the "Three Kingdoms Culture" in hand with the museum. Also in 2020, the game joined hands with more than 40 cultural and cultural institutions to select more than 170 groups of precious historical relics to launch the "Special Exhibition on Cultural Themes of the Three Kingdoms", so that players and cultural lovers can get a close look at the history of the Three Kingdoms.

In 2022, The History of the Three Kingdoms Strategic Edition and ten domestic museums jointly launched the "Three Kingdoms Tale Man Plan", inviting museum directors, experts and scholars to give professional explanations on the cultural relics of the Three Kingdoms, and at the same time inviting the audience to act as "cultural relics commentators" to record commentaries for the cultural relics, so as to promote the history and culture of the Three Kingdoms.

"The Coast of the Land" is naturally not to be outdone. In 2023, it announced that it would cooperate with Luoyang dingding gate Museum to record the historical records of players’ battles in the game into the museum, so that players can also feel the glory of "dominating the world" outside the game.

"As a game with a historical background, combining traditional culture not only gives fans a sense of identity, but also gains social recognition, thus making the game more familiar to more people." Ma Jingru analyzed and said.

The market broke out,The game has become“Cash cow"

The two game companies are killing each other, aiming at the monopoly in the segmentation field. After all, at the moment when the strategy game market breaks out, the head position is directly related to the game income.

According to the "Analysis Report on the Trend and Potential of China Game Industry in 2022" released by Gamma Data, the head SLG (strategy game) market will be close to 20 billion yuan in 2021. At the same time, in recent years, the head effect of SLG category games has become more and more obvious. In 2021, the products with the highest water flow gathered nearly half of the head SLG products. According to the data of China Commercial Industry Research Institute, in 2024, the domestic SLG market can break through the 40 billion mark.

The hot market is bound to benefit many game manufacturers. In order to expand IP popularity, manufacturers have joined forces with other brands across borders to attract more players in the circle.

Liu Ke was deeply impressed. He once saw the advertisement of "The Coast of the Land" on various social platforms. Even when he was chasing the drama, he saw the game advertisement exposed in the film. "At that time, I was watching" The Wind Rises in Longxi ". There are advertisements for games in the film. However, because each other is the content of the theme of the Three Kingdoms, they don’t feel abrupt, but they have an inexplicable sense of fit. "

"I often see cross-border advertisements of games." Another player, Han An, told the Shell Finance reporter that as a fan of "Land of the Land", he not only saw the games jointly signed with brands such as Zhang Fei Beef, L ‘Oreal and LU ZHOU LAO JIAO CO.,LTD, but also specially placed orders to buy related products. "Things in different fields create joint names, and there is an impulse to buy them home for collection."

In fact, the cross-border joint name of the "Three Kingdoms Strategic Edition" also does not lose opponents.

In September, 2020, The Three Kingdoms Strategic Edition announced that it had jointly held an offline anniversary celebration called "Hot Pot Heroes Club" with Haidilao, inviting 10,000 players to eat hot pot for free in Haidilao in 39 cities across the country. In addition, the game also launched cooperative products with brands such as Box Horse and Prizm Star Card.

During the period of FIFA World Cup Qatar 2022 in 2022, The Three Kingdoms Strategic Edition sponsored the Argentine national team, which not only became its "designated mobile game", but also invited Leandro Peterson, the brand director of the Argentine Football Association, and several players of the Argentine team to personally promote the game. With Argentina winning the World Cup, the game IP is also known by more players.

Cross-border co-branding has benefited "The Coast of the Land" and "The History of the Three Kingdoms Strategic Edition". In addition to making profits, the game has also attracted the attention of players from different circles.

Sensor Tower data shows that in April 2023, China App Store mobile game revenue ranking, The History of the Three Kingdoms Strategic Edition ranked fourth, second only to the glory of the king, Peace Elite and The Original God. According to Appmagic data, in 2022, the revenue of Land on the Coast was 161 million US dollars (about 1.13 billion yuan), and the revenue of Three Kingdoms Strategic Edition was 829 million US dollars (about 5.84 billion yuan).

"The continuous expansion of market segments will inevitably bring more powerful gold absorption capabilities." Ma Jing said, "After all, similar background setting and similar gameplay decide that both sides are under pressure to compete for the same market and user groups. In the case that everyone wants to be a’ brother’, the competition is naturally more intense. "

Beijing News Shell Financial Reporter Tan Che

Editor Wang Jinyu

Proofread Lin Zhao

With the end of 2023, we are about to usher in 2024 full of expectations. At this new beginning, we have carefully screened six excellent games that will be available in January 2024 for you. These games cover from fascinating ancient myths to exciting future sci-fi battlefields, to strategic role-playing and exciting fighting challenges. They are not only colorful, but also have their own characteristics. I believe one of them will fill your game gap in January 2024.

Prince of Persia: The Lost Crown.

• Issue date: January 18, 2024
• Game type: action adventure platform game
• Game time: Based on Persian mythology, players will be able to control time and space and experience unique and thrilling adventures.

The kingdom of fog lock (Enshrouded)

• Issue date: January 24, 2024
• Game types: survival, production, action RPG
• Introduction: The game combines the elements of survival, production and action RPG, set in a vast continent based on voxel construction, and players can freely explore and decide their own destiny in this open world.

Dragon among men 8

• Issue date: January 25, 2024
• Game type: RPG
• Introduction to the game: This novel is performed by two leading characters, Haruhisa and Kazuma Kiryu. The story takes place in a foreign country "Hawaii", which is a touching masterpiece in the series. The battle is more strategic, and new occupations and rich custom gameplay are introduced.

"Hidden Prophecy: Witch Stone" (Unforetold: Witchstone)

• Issue date: January 26, 2024
• Game type: sandbox CRPG
• Game Description: This is a sandbox-style CRPG, which has a deep and responsive influence system and allows players to shape the fate of the world. The background of the game is set in Kalsundia, which was built by Ed Greenwood, the creator of "Forgotten Country" in Dungeons and Dragons. The game will combine turn-based CRPG and sandbox features, and the player’s choice will bring lasting consequences, making the game world more real and vivid.

Tiequan 8

• Issue date: January 26, 2024
• Game type: 3D combat game
• Introduction to the game: As the latest work of "Tiequan" series, 32 characters will participate in the fierce battle, bearing the legend of the series of works and providing the strongest fighting experience in history.

Palworld/Phantom Beast Paru

• Release date: January 2024
• Game type: open world survival and making games
• Game Description: Baokemeng Game-In the vast world, players can collect magical creatures named "Paru" and send them to fight, build, farm work and industrial production to support multiplayer game mode.

These games represent different types and styles, and provide rich choices for all types of players. Particularly noteworthy is Unforetold: Witchstone, whose sandbox CRPG style and depth influence system provide a unique game experience, enabling players to influence the game world in an unprecedented way.

■ The third interview of the educator spirit in my heart.

Biography of characters

Zhang Yugun, principal of Heihumiao Primary School, Gaoqiu Town, zhenping county, Nanyang City, Henan Province. He has been rooted in the mountains for more than 20 years, and with his whole heart, he has illuminated the way for children in mountainous areas to study. In September 2018, Zhang Yugun was awarded the honorary title of "Model of the Times" by Publicity Department of the Communist Party of China. He has also won the honorary titles of "National Model of Lei Feng", "National Model of Teaching and Educating People", "National May 1st Labor Medal", "National Model of Dedication and Dedication", "The Most Beautiful Struggler" and "National Advanced Worker".

中国教育报：在新的时代背景下为什么要强调教育家精神？重要性何在？

Zhang Yugun:今年教师节前夕，习近平总书记站在实现中华民族伟大复兴中国梦，打造中华民族“梦之队”筑梦人的高度，从六个方面全面完整阐述了中国特有的教育家精神的核心要义，对广大教师和教育工作者来说，这是极大的鼓舞和鞭策。

教师肩负为党育人、为国育才，培养德智体美劳全面发展的社会主义建设者和接班人的特殊使命。我们生逢其时，重任在肩，要牢记习近平总书记的嘱托，坚定“躬耕教坛、强国有我”的志向与抱负，当好学生引路人。

虽然不是所有教师都能成为教育家，但是我们可以学习教育家精神，以教育家为榜样，将教育家精神作为引领，把教育家精神转化为执教的理想和追求，勉励自己成长。

中国教育报：弘扬教育家精神对于加快推进教育强国建设有何重大意义？

Zhang Yugun:教师在教育强国、科技强国、人才强国建设中肩负着光荣使命与重大责任。这个世界上，没有哪个职业像教师这样，一头托举着家庭的嘱托，一头承载着民族的期望；没有哪个职业像教师这样，一头牵挂着“小家”的今天，一头连接着国家的未来；没有哪个职业像教师这样，在一代代人的成长中，担当起人类灵魂工程师的天职和重任。

Teachers are the foundation of education. Educator spirit guides the growth of teachers. As a people’s teacher, whether in the city or in the countryside, we should use our enthusiasm, perseverance and wisdom to cultivate the next generation and light up the children’s future. As an important supporting force for rural revitalization and talent training, rural teachers are the cornerstone of rural education development. On the new journey of building an educational power, rural teachers shoulder the mission, have great responsibilities and have great potential. I believe that under the guidance of educator spirit, rural education will be more energetic and the future of rural children will be better.

China Education News: Please talk about the value connotation of educator spirit with your work experience.

Zhang Yugun:What I feel most deeply in the spirit of educators is "the loving heart of loving students and being willing to contribute". Students are the hope of the country and the nation, and also the hope of every family. As teachers, when we choose this profession, we should be responsible for our students and shoulder the future of our country and nation. We should not only teach but also enjoy teaching. We should care for every student wholeheartedly, and care for the healthy growth of students with our hearts and feelings, so that children can come to school happily, learn knowledge in a down-to-earth manner and grow into talents step by step.

I’m from the mountain, and it’s not easy to know Shanliwa. In 2001, I just graduated from Nanyang No.2 Normal School. The old headmaster of Heihumiao Primary School pointed to a stove at the back of the classroom and said to me, "Jade roll, mud bricks can be used for ten or eight years at most." Every word we teach students to recognize can last a lifetime. " Going out of the mountains, changing fate and living a good life are the dreams of mountain people for generations. I know that if we want to eradicate poverty and change our destiny, we must start with education. The children’s eager eyes for knowledge made me determined to stay. As long as the children are there, the school is there.

At that time, there was no road in Heihumiao village. From the village to the town, it took more than ten hours to walk along the path trodden by cattle and sheep on the ridge. I can only pick books, textbooks, vegetables and rice for the children by relying on a pole. Later, the road leading to the outside of the Black Tiger Temple was repaired, and we went to town to buy rice, buy food and pull teaching materials for the school. We no longer had to shoulder the burden, and our life was getting better and better.

Since the 18th National Congress of the Communist Party of China, the Black Tiger Temple Primary School has undergone earth-shaking changes. From the arduous journey of "a broken table with a dozen local children sitting in it", now there are all kinds of teaching buildings, dormitory buildings, restaurants and multimedia teaching equipment, and the hardware facilities have basically caught up with the standards of public schools in the city. School clubs are also more colorful: not only table tennis, badminton, art and music are available, but also "fashionable" clubs such as piano and speech eloquence have opened up! More young teachers are willing to stay here to teach, and every year, groups of teachers come to teach.

Thanks to the party and the government for their strong support and investment in rural education, so that more children can benefit, embrace the bigger world and realize bigger dreams-this is also where my teachers and I feel a sense of accomplishment and happiness. I am willing to do my best to practice the spirit of educator, do my part for my hometown and contribute my modest contribution to my motherland.

China Education News: What is the only way to become an educator? What do you entrust to young teachers?

Zhang Yugun:Practicing the spirit of educator is an important foundation and the only way for primary and secondary school teachers and principals to grow into educators. Black Tiger Temple Primary School is deep in the mountains. When there was no highway from the town to the school, the old principals could only pick books, teaching materials and learning AIDS with a pole. When I got to school, I took the pole from the old principals and carried books and students’ daily necessities into the mountains. The example of old teachers has taken root in the hearts of young teachers, so on the road of education, even if the environment is hard, the spirit is always rich.

Educator’s spirit made me clear my goal in life once again: I would like to be a bright moon on the 18-bend mountain road to illuminate the way for children to walk out of the mountains. Nowadays, the horn of rural revitalization has sounded. Promoting rural education revitalization is not only an inevitable link to promote rural revitalization, but also an important measure to realize the great rejuvenation of the Chinese nation. The revitalization and development of rural education can not be separated from the unremitting struggle of rural teachers under the guidance of lofty ideals and beliefs. It is hoped that the vast number of rural young teachers will firmly adhere to their ambition and ambition of "cultivating the teaching field and strengthening the country with me", continue to base themselves on the rural land, take root in rural education, promote the improvement of rural education level and the growth of rural children, and provide important assistance for promoting educational equity and rural revitalization. Under the guidance of the educator’s spirit, I will also strive to build an educational highland in the depths of the mountains, be a good dream keeper for rural children, guide rural children and build good dreams, so that every child can have a chance to shine in life, walk out of the mountains with dreams, feed back to his hometown, and make a modest contribution to the construction of a strong educational country.

Together with thousands of rural teachers, we will stick to the initial intention of education and shoulder the mission of educating people, so that the spirit and strength of model teachers can be passed down from generation to generation.

China Education News, 4th edition, November 18th, 2023.

Author: Our reporter Ren He interview finishing

1. Breaststroke-freestyle-backstroke-butterfly

2. freestyle-breaststroke-backstroke-butterfly

Among them: freestyle is the fastest. Breaststroke is best for exercise. In particular, it can shape beautiful leg and waist curves. The butterfly stroke is the most beautiful, like a mermaid. Backstroke is the most energy-saving and suitable for self-help. Hand-stroke to the back and "down" side. Palm down when paddling. Strive for maximum buoyancy and driving force. When the water comes out, the hand is in the shape of a "knife" (that is, the palm of the hand is opposite to the heart of the hand) to minimize the resistance. Legs-kick down and back. When retracted, the thighs and knees are open and the feet jump. (Think of frogs) Coordination-pushing water by hand and pedaling water alternately. Breathing-learning breaststroke, breathing is more difficult to master. Have to experience it several times. When the hand pushes the water downward, the body will float upwards. Take the time to let the head surface and take a breath. Beginners first learn hand posture in shoulder-deep water (the water is too shallow to feel). Lean forward when practicing. Learn to let your hands control the balance of your body. When you find the feeling, pedal your feet gently. You can try to float. At this time, you can try to cooperate with your hands and feet.

Frequently asked questions and answers:
1. Why do I always swim sideways in freestyle? It was straight, but after swimming for a while, it turned 90 degrees!
A: The posture is wrong and the force is not balanced. First, keep in mind that the goal is ahead. Second, when the hand enters the water, it should be in front of the chest, rowed to the chest, and then accelerated backwards to the side of the body to get out of the water. Seen from the side as an S-shaped curve. Third, the force should be balanced when the feet alternately pat down the water and push back the water. Fourth, when the head is swinging sideways to breathe, the direction of the hand entering the water should be kept in a straight line with the body. I think your hand may have changed direction when you swung your head, so you turned.

2, which brother gives a breathing skill? I always choke on water! ! !
A: The most difficult thing for beginners to master breaststroke is breathing.
Breathe out in the "O" shape in the water for three seconds. When your legs are holding water and your feet are close together, your hands should "press" the water to your chest. With these two forces, your head can naturally be lifted out of the water. Take a breath with your mouth immediately, for about a second. Remember, breaststroke breathes with your mouth, not your nose, so as not to choke water. ) at first, you may only be able to lift your head once or twice, and you are hardly in a hurry. But the posture is right, practice a few times more, and naturally you can cooperate with your hands and feet and breathe freely.

3. I am learning to swim recently, but why do I always turn around in the same place and find it difficult to move forward?
A: Moving forward mainly depends on the downward and backward pushing force of the feet. I think your legs only have the power to beat the water down, but not the power to push the water, so you can only move in place.

4. Do you use your hands and feet when swimming? Why can’t the body float?
A: The above two pictures show the hand-foot coordination posture of freestyle and breaststroke. Freestyle: Breathing, paddling and kicking 1: 2: 2 or 1: 2: 4. The second picture shows the breaststroke posture. From the picture, we can see that the human body is changing in a curved way. When swimming, when your feet are open, your hands are put together in a knife shape and stretched forward. At this time, your feet are hard and your hands are labor-saving. When the feet catch water backwards and recover it, the hands are separated to paddle downwards and backwards. At this time, the main force is the hand. So when you swim, you basically feel that your hands and feet alternate, not at the same time. Many beginners swim with their hands open and their feet open, and then their hands and feet are close together at the same time, which is wrong. It should be done alternately.
5. Is there any trick to holding your breath? It seems very uncomfortable to hold it for a long time.
Answer: When holding your breath, don’t inhale too much oxygen, which is about three-quarters of the maximum inspiratory capacity, and then breathe out when you can’t hold it any longer. When you breathe out, you breathe out a little, then hold it for a while, and then spit again. If you repeat this, you can hold it for a little longer.

A little advice:
Without a good teacher, it is very difficult to learn to fool around in the water alone. Therefore, it is very important to hire a good coach and master the methods.

How to learn to swim the fastest? What’s your experience?
Action structure and technical points
(1) The swimmer is in gliding posture, and his body is close to horizontal. About 80% of the head is submerged in the water, the face is slightly forward, the arms are extended, and the palm is facing the oblique outer side (2). The water catching action begins at about 7~9 inches underwater, and the hands are paddling sideways, and then the exhalation action begins.
(3) The arms have no obvious flexion, and they continue to row to the outside, and the exhalation continues to increase.
(4) When the swimmer’s head starts to move slightly upwards, the elbow joint starts to flex and the upper arm starts to rotate.
(5) When the arms reach the maximum width and the elbows bend about 110 degrees, the high elbow posture is obvious.
(6) Keep the head up, and when the mouth is out of the water, finally exhale. Hands begin to move inward to complete the final propulsion.
(7) When your arms are ready to go backwards, start inhaling, and don’t pull your elbows under the ribs. The knee joint begins to flex and the leg return movement begins.
(8) The mouth is closed, the inhalation is completed, the feet are brought to the buttocks, the elbow joint continues to extend, and the arms continue to move forward.
(9) Leg-returning action continues.
(10) The neck flexes and the head continues to tilt downward. Feet dorsiflexion, legs begin to move backwards, water pushing action, arms returning action.
(11) Push your feet back and start to come together. The swimmer then holds his breath until another stroke begins.
(12) Arms fully extended, hands slightly below the shoulder level, and legs kicking water nearly completed. When the swimmer completes the kick, he concentrates on keeping his body in a straight line. He will keep this gliding posture for a short time, and then when he feels the speed slow down, another arm stroke cycle begins.

Author | Ari

Edit | Lu Yiming

Title map | vision china

Another top flow overturned.

On September 10th, Li Jiaqi introduced a 79 yuan Huaxizi eyebrow pencil in the live broadcast room. When he saw the barrage that the brand was getting more and more expensive, he immediately retorted crossly: "Where is it expensive? It has been this price for so many years. " "Sometimes I look for my own reasons. After so many years, my salary has not risen. Have you worked hard?"

Consumers evaluate the value of products, but the anchor, in turn, evaluates consumers high and high, which naturally arouses public anger. As soon as this was said, "netizens with goods in Li Jiaqi" quickly rushed to the hot search.

In the comment area, one of the most praised messages wrote: "You can explain why it is so expensive, because of raw materials or workmanship or other reasons, but you can’t attack consumers."

Li Jiaqi first explained his bad state in the live broadcast room, and then posted an apology in Weibo, but consumers didn’t buy it.

On the evening of September 11th, Li Jiaqi apologized in tears during the live broadcast. (Photo/Weibo screenshot)

Netizens noticed that the eyebrow pencil he recommended weighs only 0.08 grams, and the price per gram is twice as expensive as that of gold. Then, the unit price per gram of domestic beauty products and international brands in recent years was compared, and something was found.

"If you calculate by grams, how can domestic products be more expensive than international brands?" The new domestic beauty cosmetics always take "big brand replacement" as the selling point, and Li Jiaqi’s words that offended consumers even caused their word-of-mouth to bite back.

Online celebrity brand often sells eyebrow pencil of tens of dollars and lipstick of hundreds of dollars. Where is your price?

Take off the "domestic" filter, what’s left?

In recent years, the new brand of beauty that has been popular on the internet has been inseparable from the label of "domestic products" at the beginning of its debut.

Hua Xizi is positioned as "Oriental makeup, nourishing makeup with flowers" to create makeup that is really suitable for China consumers; The parent company of Perfect Diary, Yixian E-commerce, went public in 2020, and was praised as "the first beauty in China" and "the light of domestic products"; Tangduo is circled with cheap monochromatic eye shadow, and the key words of notes on planting grass are also "domestic products" and "big brand replacement".

Hua Xizi’s advertisement in Japanese drama. (Figure/"Animals")

It can be said that consumers were initially attracted by these brands precisely because of their "domestic" attributes. It is not only suitable for Chinese skin, but also relatively low in price, and can be used as a cheap substitute for big brands. "Domestic products are doing so well now" and "supporting domestic products" are often the reasons why consumers choose them.

How the beauty of new domestic products became popular has been reported by various commercial reports for countless times. Beyond the traditional supermarkets and e-commerce platforms, they seized the opportunity to preempt emerging social channels such as Little Red Books and short video platforms. Young people who play these softwares are more active and pay more attention to cost performance.

With the help of network marketing, it is the usual practice of many new consumer brands. (Figure/"Animals")

The perfect diary plays the slogan of "big brand replacement" and cooperates with many KOL and KOC on social software to reach the audience accurately. According to the prospectus when Yixian e-commerce went public, by December 2020, Perfect Diary had cooperated with more than 15,000 KOLs, of which more than 800 KOLs had more than one million fans.

Hua Xizi, who is often compared with the perfect diary, pays more attention to the image packaging. Around the concept of "Oriental", Hua Xizi invited Du Fu, kiku and other national beauties to speak for him. The packaging design is quite ancient. Lipstick and eye shadow are carved, and the shell should be made into Chinese locks and folding fans. Even the slogan imitates the style of ancient poetry: "Even the skin is like a gauze, and the original makeup is fixed."

However, if you take off the domestic filter, you can see that many brands rely heavily on heavy marketing.

The rise of new domestic products is indispensable for the promotion of grass. (Figure/Figure Worm Creativity)

In 2020, the revenue of Perfect Diary was 5.24 billion yuan, while the marketing expenses were 3.4 billion yuan, accounting for 65%. From 2020 to 2022, the sales expense ratio of domestic brand Polaiya was around 40%, while that of Mao Geping was over 40%. In contrast, the marketing expense ratio of L ‘Oré al and Estee Lauder, which have high domestic market share, is between 25% and 30%.

Hua Xizi did not disclose relevant data, but some media reported that Hua Xizi invested 20 million yuan per month on the live broadcast platform in the early days for marketing.

Burning money marketing can kill a bloody road in a red sea and let consumers know the brand quickly, but it may not be able to get a good reputation.

Whether it works or not will not be known until you try. (Photo/"Please Answer 1988")

In recent years, the growth path of many new online red new consumer brands has followed a similar formula: first, target people to build a brand, find a foundry to produce, and then use Internet marketing to build explosive products. However, it relies too much on marketing and packaging and is easily questioned by consumers.

Just like Hua Xizi, who is positioning high-end domestic products, the pricing strategy of single products is very particular, and it is often stuck in the blank range below international brands and above domestic brands. Take the explosive product air honey powder as an example, its price is 169 yuan, while the price of Chanel loose powder is 590 yuan. At first glance, Huaxizi is indeed cheaper, but their net contents are 8.5 grams and 30 grams respectively. After careful calculation, the price per gram of Huaxizi is even slightly higher than that of Chanel.

Netizens calculate the unit price per gram of different brands of loose powder. (Figure/Little Red Book screenshot)

No matter how clever the pricing strategy is, it can’t escape the eyes of consumers. Even if the notes on planting grass are overwhelming, there are still many netizens who have used them to give comments: "It starts with advertising, falls into value, and abandons quality." The lipstick is dried, the color is not good-looking, and the foundation takes off makeup, which inevitably leaves the impression of "low cost performance".

The gaudy products are harvested by straight men, and only girls are distressed by the cost performance. (Figure/Little Red Book screenshot)

The eyebrow pencil introduced by Li Jiaqi Live has caused controversy, not because it is expensive, but because consumers are unwilling to pay money significantly higher than the product value. Cheap and easy-to-use eyebrow pencil can be bought everywhere, but 79 yuan’s eyebrow pencil can’t make people intuitively feel whether it is better or not.

Chloe, a makeup enthusiast, told New Weekly: "There may be a gap in the durability of different brands of eyebrow pencils, but the eyebrows are mainly based on technology, and the products are really not much different."

Eyebrow pencils with different prices are not so different. (Figure/Figure Worm Creativity)

Chloe is used to buying cosmetics on her behalf. "Like TF eye shadow tray, the counter sells 700 yuan, and the purchase can be as low as two or three hundred yuan. The live broadcast room will not be lower than the purchase." Imported cosmetics need to pay customs duties, but domestic cosmetics don’t. They should have higher cost performance, which is why many consumers question whether the pricing of some domestic products is reasonable.

In fact, the raw materials and production technology of cosmetics only account for a small part of its cost.

According to China Business Daily, a factory OEM produces many brands of products, including Hua Xizi, and the cost of a single eyebrow pencil is below that of 10 yuan. In the documentary "Great Manufacturing", the production team visited the wholesale market and cosmetics factory, and learned that the lipstick sold in China is tens of yuan and hundreds of yuan. The production cost of the paste is almost four or five yuan, and the shell cost depends on the material. Between a few cents and five or six yuan.

The boss said that the cost of lipstick paste is four or five yuan. (Figure/"Great Manufacturing")

As a consumer, Chloe can also see clearly: "Makeup is a profiteering industry. Now many luxury brands have stopped selling their bags and started selling makeup, which shows that this money is relatively easy to earn."

In the final analysis, high-priced cosmetics are more expensive in brand premium, marketing and sales. After adding these expenses, a product with a cost of a few dollars can sell for hundreds of dollars.

The brand "working for KOL" is the consumer.

In fact, the new domestic beauty brand that spends a lot of money on marketing is often dubbed as "working for KOL".

Guojin Securities Research Institute has combed how the cosmetics industry chain distributes profits. A cosmetic, the brand takes most of the gross profit, and when it reaches the sales channel, it will be divided into a big slice. For the new domestic brands that started online, KOL, such as anchors and grass bloggers, must be given quite high profits.

Cosmetics, your brand and sales. (Figure/City Boundary)

Before March, 2019, Hua Xizi was hard to get into the top 20 in Tmall sales, but since it entered the live broadcast room in Li Jiaqi, its sales have increased rapidly, and it became the first GMV in Tmall on June 18th, 2020. Li Jiaqi was deeply involved in the promotion and even research and development of Hua Xizi, so that it was called "the brand promoted by Li Jiaqi". He repeatedly supported Hua Xizi in the live broadcast room, bluntly saying that "they just gave me their home". But this unintentional sentence also shows that the brand is KOL’s high profit.

As the head anchor, Li Jiaqi’s most famous phrase is "family, knock down the price". With his strict selection of products and "the lowest price in the whole network", he also publicly asked the brand to give him the most favorable price for the live broadcast room. Many people think that by keeping the price down to the lowest level, Li Jiaqi is striving for the interests of consumers.

Li Jiaqi asked the brand to give him the lowest price for the live broadcast room. (Figure/network screenshot)

Earlier, some media reported that Li Jiaqi’s commission rate for promoting Hua Xizi was 60%-80%, but Hua Xizi responded that the commission rate for cooperation with Li Jiaqi was the industry average.

But the head anchor did earn a very high commission. According to the report of the Overseas Business Research Group of Stanford University, in 2021, Li Jiaqi’s revenue ranked first in domestic anchors, reaching 1.8 billion yuan, exceeding the performance of 90%A-share listed companies.

Looking back at Li Jiaqi’s words, people finally have a different understanding.

"It is not because of Li Jiaqi that consumers can buy preferential goods, but because of a huge consumer group, Li Jiaqi, a brother with goods, has been created." Li Jiaqi certainly has his strength and luck to attract a large audience and become a head anchor, but his extremely high bargaining power for brand activities ultimately benefits from his huge fan base.

Top 100 annual net income list of network anchors in China (Mainland China) (part). (Photo/Stanford University Overseas Business Research Group)

Jiang Chacha, a well-known former advertiser, said that in order to enter the live broadcast room of the big anchor, the brand often has to spend a huge amount of money, hundreds of thousands of yuan and millions of yuan are possible. "When the beauty live broadcast battle is the fiercest, some brands will even give 100% commission, which is equivalent to losing money. It is a gameplay to burn money with Internet companies to seize the market."

However, after all, the wool is on the sheep. When the head anchor has too high bargaining power, the brand will burn money and grab the users, and the sales cost will eventually be passed on to consumers.

User comments. (Photo/Weibo screenshot)

Recently, many netizens have shared their shopping records, pointing out that the price increase of many domestic brands has been exaggerated in recent years-"A domestic cosmeceutical brand was originally a substitute for an international brand, but now the international brand has become its substitute." "39 yuan, a brand of eyebrow powder bought in 2019, now sells 79 yuan in the same paragraph."

More beauty bloggers pointed out: "A lip glaze has risen from 20 yuan to 60 yuan, and told me to grab two in the live broadcast room, and each one still costs only 20 yuan." From this point of view, the live broadcast room is still relatively favorable, but outside the live broadcast room, the price has risen.

"If the fire is on, the price will increase, which is really very low." (Figure /@real Li Zhizhi)

For brands, it is not necessarily a good thing to rely too much on the sales channels of one or two head anchors. Li Jiaqi’s phrase "What’s so expensive" can trigger a public relations crisis of the brand, and it may be a matter of an instant that the fire goes out of the circle and the reputation is destroyed.

Under the volume of the industry, the traffic is becoming more and more difficult to obtain and the price is getting higher and higher. The head anchor is harvesting both merchants and consumers. When people finally see the disadvantages of this model, the change of the industry is probably not far away.

With the change of consumption trend, people no longer just pay for the feeling that domestic brands are difficult. They clearly know that what is really difficult is the low-key old domestic products. Young people who are more and more careful will also confidently refute PUA’s words: "How difficult can domestic products be?"

Online celebrity products can’t escape the fate of "fire for a while". (Figure/"Animals")

Chloe said that the emerging online celebrity products are unsafe and useful, which can’t be seen in many notes on planting grass. For the sake of her own experience, she will still choose the classic products with big names.

"online celebrity brand depends entirely on product iteration, and the products made last year will not be popular this year. But those classic products with really good reputation have been selling well for so many years. "

In the beauty market, online celebrity brands are always changing, but consumers will not pay for packaging and feelings repeatedly. On June 18th this year, Hua Xizi fell out of the top ten in the makeup pre-sale list for the first time in five years.

Sooner or later, domestic products will step out of the mode of re-marketing, and rely on quality to precipitate word-of-mouth and brand value. Building classics should be more important than building online celebrity.

Proofreading: Zou Weiyun

Operation: Luzirui

Typesetting: Chen Zexin

"

A new application test automation method, which can quickly evaluate the experience quality provided by the world’s popular mobile applications.

German technology company recently announced the introduction of enhanced functions for its Nemo device application test suite. The software solution adopts automation technology and artificial intelligence (AI), which gives a powerful boost to wireless service providers and application developers, and can help them quickly evaluate the real interaction between smartphone users and local mobile applications. It is German Technology that provides advanced design and verification solutions, aiming at accelerating innovation and creating a safe and interconnected world.

In the past few years, the number of users who use mobile applications to access digital content and participate in social media platforms and online games has increased significantly worldwide. Compared with the mobile web browser, the local mobile app can provide a tailor-made excellent experience; Therefore, the use of mobile applications has significantly promoted this growth.

Matti Passoja, the head of Nemo wireless solution of De Technology, said: "Service providers and mobile application developers want to know the real experience of end users when they access OTT applications with smartphones connected to cellular networks, and they need a reliable way to verify it. It is DeTech that has created an automated application testing method based on its unique software and hardware technology platform. This method uses real applications, and can accurately understand network performance even in extremely complex and changeable situations. "

It is DeTech that makes full use of artificial intelligence, machine learning (ML) and automation technology, and uses the data captured by local mobile applications (instead of the simulated data flow) to create a brand-new device testing application method. This method can evaluate the interaction between end users and their mobile applications more accurately. The new application test automation method can help wireless service providers quickly optimize the performance of 5G network, and at the same time provide better quality of experience (QoE) for smartphone users. Users can enjoy the world’s most widely used OTT services and social media applications, such as Facebook Messenger, Microsoft Teams, Snapchat, TikTok and Zoom.

The new automatic test application method is one of the three supplementary test methods provided in Nemo device application test suite of German Science and Technology. According to the type of mobile application and key performance indicators (KPIs), the test method can be used with a Nemo field test solution. Nemo test suite users can obtain comprehensive, real and flexible 5G network performance verification and end-user QoE evaluation.

It is a Nemo testing tool of German Science and Technology, which can capture real measurement data in the field and use it for real-time analysis or post-processing analysis. These test tools include Nemo Outdoor 5G NR drive test solution, Nemo Backpack Pro 5G indoor benchmark test solution and Nemo network benchmark test solution.

People don’t seem to care much about the future world described in the sci-fi movie The Matrix, but a recent news released on the Meta platform has made people curious about the future world. According to Forbes, a virtual community named Game Free is building a virtual world-"Metauniverse". It has been established for more than ten years, but it is relatively simple compared with the world in the Matrix. What is the magic of meta-universe? Has it become a reality now?

I. Future Society
The idea of "Metauniverse", first put forward by Meta Company, is an expression way to turn people’s vision of the future society into reality. In the setting of X-Men, Professor X has special devices and abilities in real life, and can breathe and move freely, but he can’t turn his control into a real society. The reality is not infinitely close, but gradually close to the ideal society. That is to say, the "infinite approach" pursued by the X-Men is not realistic in real life: it is impossible to turn one person into another; Unable to control human behavior; Unable to control the direction of people’s actions in reality … eventually led to the X-Men being abandoned by the world. If the X-Men movies are sorted out, it is found that the movies have a clear vision for the future society, then the meta-universe will be closer to the real state in reality: on the one hand, the meta-universe, as a virtual space, can be infinitely connected to the real world; On the other hand, Metauniverse will become the key "cornerstone" for building the infrastructure of human society … So what will human society become in the future?

Second, intelligent hardware
The universe is not only a game world, but also a technology. In MetaUniverse, through various virtual carriers such as games and videos, MetaUniverse players can be immersed in it, which is not only a space for games and entertainment, but also an interactive space for knowledge, skills and contacts. There is a kind of meta-universe in a special sense, which is a "virtual life" mode in which the virtual world and the real world merge, influence, blend, promote and expand with each other. It is a place where people can exchange and interact with each other, acquire knowledge and skills and cultivate friendship in this virtual world. For users, Metauniverse makes itself a "human" character-this is the experience they need in games and the real world. For hardware equipment manufacturers, it is the performance of the product itself besides ensuring entertainment, interaction and other functions.

Third, artificial intelligence
As the core of scientific and technological innovation, artificial intelligence will gradually get more applications in the meta-universe. With the help of human beings, artificial intelligence has developed from relying on single software and single function in the past to the present artificial intelligence. In the future, artificial intelligence will be more dependent on computing power. For example, driverless cars are an attempt to realize barrier-free travel in the meta-universe. Starting from the progress in the field of driverless cars, this paper explores the possible forms that driverless cars may appear in the meta-universe, hoping to provide more exploration space for the meta-universe. It is foreseeable that artificial intelligence will play an important role in the meta-universe in the future.

IV. Conclusion.
With the rise of meta-universe, virtual world has been given more and deeper meanings, and the application of science and technology by human beings has changed from passive acceptance to active creation. At the same time, the lifestyle and experience provided by the virtual world in the meta-universe have greatly enriched human thinking and feelings, and made people interested in a new thing. However, with the development and innovation of technology, this trend will gradually become stable. But we believe that technology is always a double-edged sword. It can bring convenience and benefits to human beings, but it may also bring harm to human beings. Like the future world described in science fiction movies, human beings are sleeping in a dormant warehouse made of machines, and their brains are linked to the meta-universe world, so they live falsely.

Li Jianguo, general manager of Midea Building Technology Elevator Company, used the human body as a metaphor to introduce the technical points of Digital Elevator: "For example, the application of AI graphic image recognition, voice acquisition technology, new infrared, millimeter wave and other human perception technology sensors, laser ranging technology, etc. is to improve the perception ability of the elevator; The application of CPU chips with higher computing power, big data analysis, artificial intelligence, deep learning, neural network and other technologies improves the calculation and analysis ability of the algorithm, which makes the elevator smarter and smarter. " It is understood that before leaving the factory, every LINVOL elevator has to undergo a total of 513 quality tests of the whole elevator and its components, such as performance, protection, structure and function. The mechanical safety protection system is combined with the electrical safety protection design, and eight safety devices, such as emergency braking system, door interlock and speed limiter, are adopted to prevent elevator accidents to the maximum extent. On the software side, we can monitor the elevator’s operation status in real time through big data and Internet of Things technology, analyze the elevator’s operation status in time through big data logic algorithm, and transmit it to the elevator management platform through the network for intelligent analysis and preventive maintenance. In addition, Midea is equipped with AI, sensors and Internet of Things technologies for every digital elevator. The camera of AI can automatically identify dangerous goods and dangerous ladder riding behaviors, and initiate corresponding measures to prevent problems before they happen. As a part of the building, intelligent elevator can also improve the operation efficiency of the building. Li Jianguo introduced,The digital platform of iBUILDING in UILDING can automatically identify passengers’ identity information through the elevator eye system, and automatically guide people on nearby floors to take a ride by robot dispatch, so that passengers can be sent to the destination floor without button contact. "It turns out that the elevator stops in the middle during the peak period of use, and the single running time is long; Now, through a series of algorithms and digital intelligent applications, the single running time of the elevator can be shortened, running more times, and delivering more people to the destination floor. " At the same time, the intelligent passenger flow analysis system can also realize the priority of dispatching elevators on peak floors, shorten the operation efficiency of elevators by about 2/3, improve the comfort, and at the same time effectively reduce energy consumption, save energy and reduce carbon.codaBorrow a passage from A Tale of Two Cities by Dickens as the conclusion of this article: This is the best time and this is the worst time; This is the age of wisdom, this is the age of stupidity; This is the period of faith, this is the period of doubt; This is a bright season; This is the dark season; This is the spring of hope, and this is the winter of disappointment … Although the rivers and lakes of elevators in China are still under the feast of foreign investment, I believe that with time, domestic elevator brands will surely rise against the trend and flourish in the wind! Each platform has the same name. If you like our story, please share, collect and forward it.